1. David Howie – profile and experience
25 years of expertise gainedinRolls-Royce managing the brand, communications and marcoms at
a seniorlevel.
As BrandDirector of Rolls-Royce Iamresponsible forthe management globally of the Rolls-Royce
Group brand,itsreputationandthat of its subsidiariesandbusinessesinthe marketsectorsof
aerospace,marine andpowersystems.
At Rolls-Royce I developandimplement the brandstrategy forthe Group.Thisencompasses
promotionof the brandat a Corporate level andsupportingthe CustomerFacingBusinessesin
developingthe brandinexistingandemerging markets. AsBrandDirectorof Rolls-Royce Ihave
global responsibilityforthe managementof the Rolls-Royce Groupbrand,itsreputationandthatof
itssubsidiariesandbusinessesinthe marketsectorsof aerospace,marine andpowersystems.
I act as a keycounsellorandadvisoracrossthe Group, oninternal andexternal communications and
theirrelevantimpactsonbrand. I work withinternal departmentstoensure thattheycansucceed
increatingawarenessforprojectsoractivitieswithoutunderminingthe masterbrand. Thisensures
the Group doesnot create newinternal identitiesinappropriatelythatwouldconfuse employees
and detractfrom the core objectivesof agivenproject.
As BrandDirector I ensure thatbrandcommunicationsactivitiesare alignedwiththe business
objectives.AsaB2B organisationit isimportanttoidentifyourmostinfluential externalstakeholders
and ensure thatour communications are surgical inbeingdirectedprimarilyat influencersonour
businessesandmarkets. BydoingsoI am able toprioritise activitiesandbudgetappropriately for
campaignsthat are focusedanddeliverthe greatestreturnoninvestment.
My experienceincludesintegratingnewbusinesses andbrands acquiredbythe Group,ensuring that
theyare managedeffectivelyand inline withthe Board’sambitions. Integration encompasses
maximisingsynergiestogrowthe business andensuringnew employeesare integratedintothe
companyculture.Italso includes identifyingareasof duplicationand cost-savingsonbehalf of the
Group forthe managementof keybrandareassuch as livery,signage,merchandise,guidelines,
templates,exhibitions,literature anddigitalcommunications.
I take the leadingrole onall Rolls-Royce brandandidentitymatters, workingcloselywithsenior
management, communications,marketingandsalescolleaguesinorder toensure thatthe brand is
usedeffectivelyasanassetfor the businesswhile atthe same time ensuringthatitis defendedand
protectedforthe future benefitof the company.
The brand strategyis supportedbythe Board, clearlycommunicatedandunderstoodthroughoutthe
Group. I ensure thatthe toolsandprocessesare in place tosupporteffectivelyitsimplementation.
These include comprehensive,easilyunderstoodandfullyaccessiblebrand/identityguidance forall
employeesand externalagencies.
Duringmy time at Rolls-Royce the companyhasbeen regularlyrated asa UK top brandand highly
respectedinternational brand. Itappeared inthe toptierof the Financial Timesglobal industry
reputationsurvey asthe mostrespectedAerospace brandinthe world andwasnamednumberone
B2B Superbrand.

2. SPECIFICRESPONSIBILITIES
- Developmentand ownershipof the brandstrategy
- Implementation of abrand networkacrossthe Group (geographicallyandbybusiness) to
implementthe strategy
- Developingkeycontactsinmarketing,sales,communicationsandlegal departments
- Supportingthe seniormanagement ineffective brand/marketingcommunications
- Advisingandleadingthe brandintegrationof new businessestothe Group
- Firstpointof contact forM&A onany plannedacquisitions,orJVs,froma brand advisory
perspective
- Day-daymanagementthe Groupmasterbrandandsupportingbusinessesinmanagementof
product/service brands
- Firstpointof contact forthe Group’s TrademarkLawyersregardingbrandmatters
- Firstpointof contact forbrand matterson exhibitionsandevents(Groupandbusinesses)
- Supportingthe customerfacingbusinessesingainingbrandrecognitionandensuringthat
theyutilise the brandassetin supporttheirmarketingobjectivesbutstayingwithinthe
Group strategicapproach
- Developingthe toolsandprocessestomanage the brand/identityeffectively
- Reviewingandmonitorthe brand/identityregularlyandensure itisfitforpurpose
- SupportingInvestorRelations,MediaRelationsandotherGroupfunctionsthathave
responsibilityforreputational communicationstoinfluential audiences
- Create and produce customer-facingbrandcontent
- Create and manage brandcommunicationsoradvertisingcampaigninitiativesglobally
- Manage keybrand digital communicationchannels alongside specialistswithinthe Brand
Communicationsteam: websites,andsocial mediainsupportof businessstrategies
- Oversee andadvise onbrandedcommunicationsfromthe mainGroup Businesses:
advertising,digital communications,marketingmaterials
- Supportthe Internal Communicationsfunctiontoensure consistentbrandingandadvise
internal functions/projectsonappropriate identitiesandsuitabilitywithinthe brand
structure
- Monitorand researchthe effectivenessof brandcommunicationsbyourown and/orthird
party researchas appropriate. Recommendanyactions.

3. STRENGTHS AND SKILL SET
- Abilitytoworkwithandinfluence seniormanagement
- Strongwriting,communicationandinterpersonal skills
- Experience inmanagingmoderncommunicationchannels
- StrongmarketingandPR experience inB2Bcampaigns
- Experience incoachingandspeakingonmanagementtrainingcourses
- The abilitytounderstandtechnical subjectmattersandtranslate these effectivelyonbehalf
of keystakeholders
- Experience inmanagingagenciesresponsible fordesign,digitalcommunications,print,
advertising, video,photography, events,exhibitionsandPR
- Excellentorganisational skills
- Abilitytoencourage andinspire others